Fooducate has launched a mobile app designed to be, in Founder-CEO Hemi Weingarten’s words, a “‘bs’ detector for marketing messages” on packaged foods. And it’s not alone: smartphone-toting consumers are also flocking to apps such as MyFoodWatch, AllergyEats and Don’t Eat That. The mobile tools are designed to bring a sense of transparency to store aisles, aiding in healthy purchase decisions. With Fooducate, users scan a product bar code, and an algorithm developed with dietitians crunches the ingredient list and nutrition facts and spits out a letter grade. The general rule of thumb: the less processed the food, with fewer fillers or additives, the higher the grade. The app calls out what’s affecting that grade. Fooducate has been downloaded millions of times and, every week, about 500,000 people use the app or its corresponding website with 75% of the users female.